The Power of Unsexy Customers
Why founders should stop chasing "cool" customers and start solving real problems for real businesses.
Founders, let’s talk about something that doesn’t get enough love in startup circles: unsexy customers.
Too often, we see early-stage companies chasing the glossy ideal; SaaS for enterprise, AI for FinTech, whatever’s trending in VC decks that month. And somewhere along the way, they start ignoring the people actually paying them (or who would actually pay them), the ones keeping them alive (or would keep them from meeting an early death).
In this post, we’ll tell you why these “unsexy” customers might just be your biggest opportunity.
Stop Chasing “Cool,” Start Following the Money
There’s a subtle trap many founders fall into: chasing the kind of customer that looks good on a pitch deck instead of the kind that actually pays. In early-stage circles, there’s often this unspoken hierarchy:
enterprise SaaS > SMBs
AI/crypto > construction/logistics
Fortune 500 > family-run business.
And if your product serves something less flashy? It can feel like you're building a “boring” startup.
But here’s the truth: there is massive opportunity in unsexy customers.
Industries like construction, plumbing, waste management, logistics, trucking, and niche local services move trillions of dollars globally. They may not be trend-driven or design-forward, but they’re essential and underserved. Founders who tap into these markets often face less competition, faster customer validation, and stronger early revenue.
There are hundred-acre conferences for pipe fitters, HVAC pros, and heavy machinery operators because there’s that much money flowing through those sectors. Don’t ignore them because they’re “old” or “boring.”
Legacy Businesses Are Eager to Modernize — Just a Bit
Many legacy industries aren’t asking for bleeding-edge innovation; they’re begging for basic functionality. If you can bring a 2025-level product to them, great. But often, just upgrading them to 2010 standards feels like magic for them.
Think about the average small construction firm or restaurant group. They’re likely managing operations with a mix of whiteboards, spreadsheets, and paper forms. A simple CRM, scheduling tool, or inventory system can save them time and money, and they’re willing to pay for that.
This is a huge advantage for startups. You don’t need to invent something groundbreaking. You just need to apply known technology to ignored problems in overlooked markets.
The best part? These customers are often more loyal, more grateful, and more vocal once you help them succeed. That word-of-mouth can become your strongest growth engine.
Enterprise Is a Long Game — And Most Founders Can’t Afford It
It’s easy to romanticize the idea of landing a big enterprise deal: high price point, social proof, VC attention. But for most early-stage founders, enterprise is a mirage.
The sales cycle alone (often 12 to 24 months) can outlast your runway. Worse still, you may spend months in procurement hell only to get ghosted after your champion leaves the company.
A better starting point? Small to midsize businesses. Their sales cycles are faster, sometimes measured in hours rather than quarters. They give clearer feedback. And they often come with less bureaucracy and more direct access to decision-makers.
This is how you build your “money machine,” a repeatable, reliable way to generate revenue and prove traction. It’s the foundation that can fund your long-term goals, whether that’s moving upmarket or scaling your team.
See also: Building a Money Machine
Final Thoughts
Unsexy customers are one of the most powerful early-stage growth levers, not in spite of being overlooked, but because of it.
Ignore the vanity metrics. Pay attention to where the money is, who’s underserved, and what problems still haven’t been solved, even if they don’t sound glamorous.
That’s where the real opportunity lives.